We designed a series of online campaigns about Bill Gates’ trip to China to strengthen awareness of environmental health protection and promote audience engagement.
We built our core content on two key points. Firstly we introduced the background to the Expo and to Bill’s visit through localizing videos and other content produced by the Gates Foundation that highlighted their work on next generation toilets. Secondly we focused on Gates’ speech, in which he walked onto the stage holding a jar of faeces, in order to highlight the health implications for communities using non-sanitary toilets, identifying this ‘shock value’ as a hook that could catch public attention. Our communications strategy involved both ‘owned promotions’ on the Gates Foundation’s official China social media channels, and paid promotions that used analytics tools to strategically target this high-value content at users beyond Gates’ usual followers, thus maximizing its impact. We were extremely successful in this campaign in securing a large number of reposts by online Key Opinion Leaders (KOLs), which in turn multiplied the effect of these two posts until they ran to two million views. Furthermore we received multiple media requests for cooperation, and our swift response resulted in significant amounts of earned media coverage.
BRIDGE successfully pitched a popular social media magazine channel, GQ Lab, to publish an article on their platforms that embedded our client’s video in an introduction to the topic aimed at tech-savvy young, educated urban Chinese. Riffing on a play-on-words with the lyrics of a classic Chinese pop song “write a poem for you”, the piece was titled “Gates carries poop for you” (a near homonym in Chinese). This also illustrated our ability to employ a sharp and culturally sensitive use of humor – a key tool in engaging users in an over-saturated social media environment – while maintaining the seriousness of the issues and the reputations of the high-profile clients we represent.
A further post played on the big showbiz news of the week, punning on the name of an annual film award ceremony often labelled the ‘Chinese Oscars’. By adding a single character to the Chinese name, the 金马奖 (Golden Horse Awards) become the金马桶奖 (Golden Toilet Awards), and a comic strip we had commissioned from a local artist imagined Bill Gates joining other major figures in this global sanitation campaign, such as Indian PM Nahendra Modi, in a “Mr Toilet Roundtable”, allowing us to grab readers for this serious topic in a light-hearted manner.
Gates and Modi, two of the world’s leading “Mr. Toilets” preach the sanitation revolution at our very own “Golden Toilet Awards”!